Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES...
Transcript of Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES...
UNDERSTANDING CHINESE HOLIDAYMAKERS
HOLIDAYMAKERS ARE MOTIVATED BY
DEMOGRAPHICS
SEEKING QUALITY TIME IN NATURAL BEAUTY
92% Coastlines and islands
91% Improving physical and mental wellbeing
play an important role in the planning and booking stages
93% Spending quality time with family and friends
89% Escaping everyday routine
77% Switching o� and relaxing
92% The great outdoors
91% Lakes, mountainsand grasslands
SOAKING UP THE LOCAL CULTURE
GETTING AWAY FROM IT ALL
94% Eatinglocal delicacies
87% Shopping for souvenirs and local products
75% Experiencing luxury and high end retail shopping
90% Visiting historical sites and traditional buildings
86% Attending distinctive events/activities
79% Chatting to locals
PLANNING AND BOOKING
PERCEPTIONS OF SCOTLAND WHAT PEOPLE ASSOCIATE WITH SCOTLAND
A non-touristy destination where I can truly enjoy myself
Good value for money when compared to London, Switzerland and the Nordic countries
A place to socialisewith local people
A place to enjoy local delicacies
A place I can spend quality time with friends or family
With breath-taking natural scenery
Full of proud history and heritage
A great destination for active/outdoor pursuits
All respondents N=1502 1
BOOKINGTravelAccommodationItinerary
32% Directly with the provider’s website
23% Purchased tickets in person at the venue on the day
37% Website or mobile app of a tour operator
63% Online travel agency
23% Local tourist information centre
ONLINE TRAVEL AGENCIES, TRAVEL REVIEW SITES AND SOCIAL MEDIA
PLANNING 49% Online travel agents 49% Travel review websites
46% Social media
45% Searched for destination images
44% Checked visa/entry requirements
bagpipes, castles, kilts and whisky THOSE STILL TO VISIT
bagpipes, castles, whisky, nature, wildlife, escapism, outdoor activities and friendly locals
THOSE WHO HAVE VISITED
Key decision makers in travel partiesTravelled outside of Asia in the past two years or intend to have holidays outside Asia in the next two yearsOwners of valid passports
N=1502Beijing-502 | Shanghai-500 | Guangzhou-500
Fieldwork PeriodMay - July 2019 (Kubi Kalloo)
In summer 2019, VisitScotland conducted exploratory consumer research among active outbound holidaymakers from the three largest cities in mainland China. The research explored holidaymakers’ aspirations, motivations, planning and booking behaviour related to overseas leisure trips, as well as their perceptions of Scotland. The research participants were travellers aged 25 to 45 who have a propensity for long haul trips outside of Asia. A group of recent Scotland visitors were also included to find out their holiday experience in Scotland. Combined quantitative and qualitative methodologies were used in this research.
33% 33%
33%
AGE GROUP: 25-45
44% 56% Beijing
SAMPLE BASE:GENDER:
Shanghai
Guangzhou
VISITOR EXPERIENCE IN SCOTLAND
WHAT INSPIRES OUR VISITORS
SCOTLAND IS A PART OF A WIDER UK TRIP FOR MOST VISITORS
TOP ACTIVITIES
MOST POPULARDESTINATIONSEdinburgh, Glasgow, The Highlands and The Loch Lomond area
HOTELS ARE THE MAIN TYPE OF ACCOMMODATION87% stayed in hotels, over half chose 5-star or 4-star hotels and 20% used Airbnb
25% Word of mouth recommendations
31% Read something on social media
29% Specific interest such as whisky, golf or film
29% Information from o�line travel agents
29% Travel review sites/apps
26% Travel website/apps
Viewing ancient and traditional buildings and artefacts
Instagram @VisitScotland Facebook @VisitScotland Twitter @VisitScotland
Enjoying the great outdoors
Experiencing gourmet and luxury foods
Trying local delicacies Shopping for high-end goods,souvenirs and local products
Visiting historical sites and heritage wonders
Visiting lakes, mountains and grasslands
26% Online videos
25% Information from o�icial destination websites
26% Travel guidebook
33% Iconic sights and tourist attractions
Experiencing coastlines and islands
Unexpected experiences that wowed visitors
Attending events
Seeing wildlife in its natural habitat
Experiencing some adventure or thrill
Visitingart exhibitions
Meeting new people
Road tripping
LIKELIHOOD TO RETURN
87% said they would like to return to Scotlandin the next 2 years
Sample Base: visitors n=541
CONTACT DETAILS
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Insight DepartmentVisitScotland
Ocean Point One94 Ocean DriveEdinburghEH6 [email protected]